This study examines the dominant narratives and media frames surrounding the moment when football celebrity Lionel Messi wore a bisht during the World Cup 2022 crowning ceremony. Employing a frame analysis approach, the research seeks to uncover the discursive meanings tied to this moment, which is heightened by national identity and nationalism in the context of globalized sport across international media platforms. A corpus of 25, 208 words from 59 online news articles was analyzed. At a macro level, the articles were largely framed within themes of conflict, controversy, criticism, and public and media reactions. The findings, which include specific cultural, national, political, economic, and identity frames, offer valuable insights into the complexities of globalization, nationalism, and cosmopolitanism in mega sporting events. Through discursive interpretations, this study provides a nuanced understanding of cultural exchange and identity issues in the globalized world of sports. Global media portrayed Messi’s bisht moment both positively (as a symbol of honor and respect) and negatively (as an instance of identity exploitation for cultural publicity). The study also reveals that Qatar was perceived as leveraging the event for national branding. Notably, nationalism and ideologies emerge as critical factors in media framing of mega sporting events.

中文翻译：

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“大型体育赛事中文化符号的话语解释：2022 年世界杯上梅西的比什特案例”


本研究考察了围绕足球名人莱昂内尔·梅西在 2022 年世界杯加冕典礼上穿着 bisht 的那一刻的主流叙事和媒体框架。该研究采用框架分析方法，旨在揭示与这一时刻相关的话语意义，在国际媒体平台全球化体育背景下的民族认同和民族主义加剧了这一意义。分析了来自 25 篇在线新闻文章的 208， 59 个单词的语料库。在宏观层面上，这些文章主要围绕冲突、争议、批评以及公众和媒体反应等主题。这些发现包括特定的文化、国家、政治、经济和身份框架，为大型体育赛事中全球化、民族主义和世界主义的复杂性提供了宝贵的见解。通过话语解释，本研究对全球化体育世界中的文化交流和身份问题提供了细致入微的理解。全球媒体将梅西的精彩时刻描绘成正面的（作为荣誉和尊重的象征）和负面的（作为为文化宣传而利用身份的例子）。该研究还显示，卡塔尔被认为利用该活动进行国家品牌推广。值得注意的是，民族主义和意识形态成为媒体构建大型体育赛事的关键因素。